The New York Times once declared that nothing sells like celebrity, but that article was written in 2008. Celebrity endorsements don’t pack the same punch they used to.
As cool as they are, celebrities can’t totally convince people that they actually like the products they endorse. That’s why their ads are being replaced by influencer marketing from bloggers or YouTube personalities who have gained authority in a specific industry.
A survey from Collective Bias reveals that non-celebrity influencers are 10 times more likely to drive in-store purchases.
But even influencers can’t foster personal connections with your brand like a friend or family member. A recommendation from a friend is the pinnacle of personalized, genuine marketing. Celebrity endorsements: the why and how
In 2011, a team of neuroscientists found that when a celebrity endorses a product, whatever emotions people feel toward the celebrity transfer to the product. Academic research around business and marketing also supports the idea.
So when someone sees this Nike commercial with LeBron James, they think, ?Everyone knows LeBron is a hard-working superstar and a great guy to boot, so the Nike must be the brand for that kind of person.?
Why celebrity endorsements stopped working
Despite that powerful psychological process, celebrity marketing is on the decline. In 2004, celebrities appeared in nearly 20 percent of all American ads. By 2012, that number dropped to 9 percent.
What h...